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the second rule of moral psychology is that morality is not just about how we treat each other (as most liberals think); it is also about binding groups together, supporting essential institutions, and living in a sanctified and noble way. When Republicans say that Democrats "just don't get it," this is the "it" to which they refer.

WHAT MAKES PEOPLE VOTE REPUBLICAN?

What makes people vote Republican? Why in particular do working class and rural Americans usually vote for pro-business Republicans when their economic interests would seem better served by Democratic policies? We psychologists have been examining the origins of ideology ever since Hitler sent us Germany's best psychologists, and we long ago reported that strict parenting and a variety of personal insecurities work together to turn people against liberalism, diversity, and progress. But now that we can map the brains, genes, and unconscious attitudes of conservatives, we have refined our diagnosis: conservatism is a partially heritable personality trait that predisposes some people to be cognitively inflexible, fond of hierarchy, and inordinately afraid of uncertainty, change, and death. People vote Republican because Republicans offer "moral clarity"—a simple vision of good and evil that activates deep seated fears in much of the electorate. Democrats, in contrast, appeal to reason with their long-winded explorations of policy options for a complex world.

Diagnosis is a pleasure. It is a thrill to solve a mystery from scattered clues, and it is empowering to know what makes others tick. In the psychological community, where almost all of us are politically liberal, our diagnosis of conservatism gives us the additional pleasure of shared righteous anger. We can explain how Republicans exploit frames, phrases, and fears to trick Americans into supporting policies (such as the "war on terror" and repeal of the "death tax") that damage the national interest for partisan advantage.

But with pleasure comes seduction, and with righteous pleasure comes seduction wearing a halo. Our diagnosis explains away Republican successes while convincing us and our fellow liberals that we hold the moral high ground. Our diagnosis tells us that we have nothing to learn from other ideologies, and it blinds us to what I think is one of the main reasons that so many Americans voted Republican over the last 30 years: they honestly prefer the Republican vision of a moral order to the one offered by Democrats. To see what Democrats have been missing, it helps to take off the halo, step back for a moment, and think about what morality really is.

That is a typical, stale and oft repeated argument that conservatives are against progress or afraid of change. Conservatives hold that experience is an effective teacher. Many traditions and tenets of western civilization were forged from experience. We want to hold on to what strengths made this country and our people great, and our system of government, one of the best ever. We don't believe in throwing something useful away just because it's been around for awhile, nor do we resist change simply because it's something new. I don't know any conservative who thinks we should still be riding horses, or using manual typewriters, or that women should not be allowed to vote.

We support republican economics because we believe in the power of the individual to make their own decisions and to rise to the highest level of their abilities. The liberal system provides that if I make a little bit of money, the government will be there to take care of a lot of my needs. The conservative systems lets me keep more of my own money if I work hard, and if I'm smart and save enough to invest, I will be able to take care of my needs and the needs of my family myself. Plus, if I am able to keep more of the fruits of my labors, the conservative part of me that believes in giving to others, will allow me to help others as well.

For my dissertation research, I made up stories about people who did things that were disgusting or disrespectful yet perfectly harmless. For example, what do you think about a woman who can't find any rags in her house so she cuts up an old American flag and uses the pieces to clean her toilet, in private? Or how about a family whose dog is killed by a car, so they dismember the body and cook it for dinner? I read these stories to 180 young adults and 180 eleven-year-old children, half from higher social classes and half from lower, in the USA and in Brazil. I found that most of the people I interviewed said that the actions in these stories were morally wrong, even when nobody was harmed. Only one group—college students at Penn—consistently exemplified Turiel's definition of morality and overrode their own feelings of disgust to say that harmless acts were not wrong. (A few even praised the efficiency of recycling the flag and the dog).

This research led me to two conclusions. First, when gut feelings are present, dispassionate reasoning is rare. In fact, many people struggled to fabricate harmful consequences that could justify their gut-based condemnation. I often had to correct people when they said things like "it's wrong because… um…eating dog meat would make you sick" or "it's wrong to use the flag because… um… the rags might clog the toilet." These obviously post-hoc rationalizations illustrate the philosopher David Hume's dictum that reason is "the slave of the passions, and can pretend to no other office than to serve and obey them." This is the first rule of moral psychology: feelings come first and tilt the mental playing field on which reasons and arguments compete. If people want to reach a conclusion, they can usually find a way to do so. The Democrats have historically failed to grasp this rule, choosing uninspiring and aloof candidates who thought that policy arguments were forms of persuasion.

The second conclusion was that the moral domain varies across cultures. Turiel's description of morality as being about justice, rights, and human welfare worked perfectly for the college students I interviewed at Penn, but it simply did not capture the moral concerns of the less elite groups—the working-class people in both countries who were more likely to justify their judgments with talk about respect, duty, and family roles. ("Your dog is family, and you just don't eat family.") From this study I concluded that the anthropologist Richard Shweder was probably right in a 1987 critique of Turiel in which he claimed that the moral domain (not just specific rules) varies by culture. Drawing on Shweder's ideas, I would say that the second rule of moral psychology is that morality is not just about how we treat each other (as most liberals think); it is also about binding groups together, supporting essential institutions, and living in a sanctified and noble way.

When Republicans say that Democrats "just don't get it," this is the "it" to which they refer. Conservative positions on gays, guns, god, and immigration must be understood as means to achieve one kind of morally ordered society. When Democrats try to explain away these positions using pop psychology they err, they alienate, and they earn the label "elitist." But how can Democrats learn to see—let alone respect—a moral order they regard as narrow-minded, racist, and dumb?